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Serial product evaluations online : a three-factor model of leadership, fluency and tedium during product search

  • In any product search process, consumers encounter multiple products. In today's online retail eironment, such product encounters are increasingly serial, such that consumers review products back-to-back (e.g., through swiping in mobile apps). The present research shows that for the serial evaluation of products, the serial position matters through an interaction of a leadership bias, conceptual fluency and tedium. During a product search, evaluations follow an S-shaped pattern consisting of (1) a primacy phase of declining evaluations (caused by a leadership bias towards the first product), (2) a wear-in phase of increasing evaluations (caused by increasing conceptual fluency after a recognition of the shared attributes of the product category), and (3) a wear-out period of declining evaluations (caused by tedium). Ten empirical iestigations in an e-commerce setting granularly trace these three phases, establishing conceptually related overall boundary conditions (matching vs. searching products) and moderators (conditional vs. unconditional searching, product similarity, conceptual category knowledge, product image complexity) of the S-shaped pattern of serial product evaluations. "Keywords: serial evaluation, leadership effects, fluency, order effects, repeated exposure

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Document Type:Article
Author:Erik Maier
Chairs and Professorships:Chair of Marketing and Retail
Parent Title (English):International Journal of Research in Marketing
Issue:4 (December 2019)
Year of Completion:2019
First Page:558
Last Page:579
Content Focus:Academic Audience
Peer Reviewed:Yes
Rankings:AJG Ranking / 4
VHB Ranking / A
SJR Ranking / Q1
Licence (German):License LogoUrheberrechtlich geschützt